PERANCANGAN STRATEGI MEDIA PROMOSI OFFLINE UNTUK MENINGKATKAN BRAND AWARENESS MERRYBE PARFUME STUDIO

Salsabila Sumarsono, 3032110022 (2025) PERANCANGAN STRATEGI MEDIA PROMOSI OFFLINE UNTUK MENINGKATKAN BRAND AWARENESS MERRYBE PARFUME STUDIO. Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk merancang strategi media promosi offline guna meningkatkan brand awareness Merrybe Parfume Studio, sebuah brand parfum lokal yang terinspirasi dari aroma flora Indonesia. Permasalahan utama yang dihadapi Merrybe Parfume Studio adalah rendahnya tingkat brand awareness di kalangan konsumen serta terbatasnya interaksi langsung dengan audiens target. Metode perancangan yang digunakan adalah design thinking yang terdiri dari lima tahap: Empathize, Define, Ideate, Prototype, dan Test. Strategi promosi offline yang dirancang meliputi booth interaktif, permainan interaktif, serta merchandise. Hasil dari perancangan ini diharapkan dapat memberikan solusi strategis dan kreatif bagi Merrybe Parfume Studio dalam meningkatkan keterlibatan konsumen secara langsung, memperkuat pengalaman merek, dan membangun koneksi emosional dengan audiens. Dengan pendekatan ini, Merrybe Parfume Studio diharapkan mampu memperluas jangkauan pasar serta meningkatkan daya saing di industri parfum lokal.

Item Type: Thesis (Undergraduate)
Additional Information: Softfile/KK.25/UISI-01/DKV
Uncontrolled Keywords: Brand Awareness, Strategi Promosi Offline, Merrybe Parfume Studio, Experiential Marketing, Desain Komunikasi Visual.
Contributors:
ContributionNameEmail
Thesis advisorTyas Ajeng Nastiti, S.T., M.Ds.tyas.nastiti@uisi.ac.id
Subjects: N Fine Arts > NX Arts in general
Divisions: Department of Visual Communication Design
Depositing User: SALSABILA SUMARSONO
Date Deposited: 01 Aug 2025 18:41
Last Modified: 01 Aug 2025 18:41
URI: https://repository.uisi.ac.id/id/eprint/7798

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